Digital tools and advertising management in the union of popular artists, Headquarters - Province of Santa Elena
Keywords:
digital tools, advertising management, positioning, corporate image, brand reachAbstract
Digital tools are those platforms that allow the creation of content in a dynamic and effective way for the dissemination of information. Their role in the institutional environment is transcendental. Therefore, the purpose of this research is to evaluate the use of digital tools and advertising management in the Union of Popular Artists of the province of Santa Elena to achieve an adequate position in the peninsular community. Therefore, it was determined as a hypothesis that the application of digital tools will correctly promote advertising management in the association. Regarding the methodology used, we worked with the quantitative-qualitative approach, with a descriptive and non-experimental design, incorporating the following instruments: survey, interview, which allowed us to know the reality of the situation-conflict, considering the perception of the target audience, as well as the members and the president of the association. Thus, the research shows as its main result, the deficiency that exists in the management of digital tools for the dissemination of the activities of the entity due to the lack of knowledge by the authorities and members of the same to develop attractive designs that captivate the target market of the UNAPSE. In this sense, it is recommended with haste that the organization train its staff and improve its advertising process so that the projection of the artists is greatly favored, and the reach of the brand is optimized in the local context.
Keywords: digital tools, advertising management, positioning, corporate image, brand reach.
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